Providing wheelchairs and freedom for people in developing countries – the freedom to live, love, work and play. This is Motivation’s mandate and raison d’etre but they needed to raise £100,000 to aid the vital work they do in Uganda.

Creative Solution

"When I grow up" was a campaign with a clear message: with the right wheelchair, training and support, disabled, disadvantaged and vulnerable children can lead full, healthy and productive lives. We asked children from all around the world what they wanted to be when they grew up and why.

Working with our partners, Seenit, and using their video app, we briefed, filmed, curated and edited contributions from over 70 children. With contributors from Australia to Argentina, we created a series of films which really showed how children everywhere - although different in abilities and backgrounds - are equal in their dreams for happiness and fulfilment.

The films were also edited into a series of ‘social shorts’ which were regularly published on social media throughout the campaign to drive engagement and traffic to Motivations' website. We also produced a trailer which was shown in local cinemas in the UK.